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This site is part of Nestle’s launch campaign for its Maxibon choc ice,

and just looking at it is enough to give you aching teeth.

A downloadable game dramatises the strapline ”don’t bite off more than you

can chew”, with users asked to make a Teutonic-looking guy cram chocolate

and ice cream into his mouth as fast as possible.

The site also publishes pictures of people who have taken part in the

Maxibon roadshow, caught in the act of stuffing their greedy little faces

- an excellent way to generate traffic, I would have thought.


Client: Nestle

Developer: Ogilvy Interactive


Not for the first time in these pages, I have been required to engage with

my feminine side. Having said this, I have been known to fondle the fabric

in Accessorize’s physical outlets, albeit in the company of women.

The site - which proclaims itself as friendly, stylish, sexy and

affordable - features the top-selling 150 products for purchase, along

with content segmented into six sections.

This is where the pulling power of the web comes into its own, and where

my more feminine side becomes irrelevant. One of the sections - ”You’ve

got male” - invites you to ”Choose a boyfriend to keep you up to date on

Accessorize offers and promotions”. Hmmm.

Oddly enough, soon after I registered on the site, I got an email from a

female PR executive with an animation attachment featuring a saucy blonde

cartoon character in a supermarket with a personal greeting: ”Hello Ravi.

My melons are causing a Revolution. I’ve got something to show you!”

Cunning pulling ploys aside, the site is tight and functional and if I was

a woman with no time, or a male cross-dresser with qualms about buying my

feminine clothes offline, I’d probably be tempted to buy from the



Client: Accessorize

Developer: Oyster Partners


PharmiWeb has redesigned its site aimed at the life sciences sector, and

although it has a pleasant enough design, it seems to be anxious to send

you away as soon as possible. For example, a small box asks you if you

want information on any particular disease, but then takes you off to

another site,, for the result.

The site feels like a springboard to other places, although users can

access a lot of information, with daily and hourly news feeds from and Reuters, a searchable recruitment section and links to

lots of other healthcare sites.


Client: PharmiWeb

Developer: In-house


Surprisingly, this site isn’t just restricted to charities seeking

corporate sponsorship, but also hosts some commercial ventures. For

example, Pearl & Dean Cinemas has listed its details for anyone wanting to

exploit cinema-goers by sponsoring cinema tickets.

Split into seven sections, the site provides details on sponsorship

opportunities in areas such as the arts, education, cause-related, media

and sport. Its news section lists recent additions to the database, such

as the International Balloon Fiesta in Bristol.

It’s a great idea, which, as shown by the presence of GMTV, The Travel

Channel and - wait for it - the British Cycling Federation, has big names

which might help it to build a reputation for itself.

The site’s primary purpose is to put sponsors in touch with organisations

seeking funding and it does it very well.



Developer: Fox Media Company


There’s nothing like flicking through a shiny new copy of Vogue.

And this is nothing like it. The site is bright pink and splashed with

glamorous photos, but it took me ages to load it, so by the time I’d

established the hottest looks, they were out of fashion.

Where the site comes into its own is in old-fashioned gossip. A forum is

alive with women discussing what to wear to their ex-boyfriend’s wedding

(a spandex thong and see-through dress is a definite no-no,


A webcam delivers live pics from Vogue House in London, but unless you are

prepared to wait for Kate or Naomi to breeze past, you are looking at two

men behind a desk.

You can register a V-mail address, vote on the most stylish person

photographed in London that week and learn about everyone in the


My fashion-conscious news editor was recently astonished to discover I

didn’t know who Ally Capellino was. It took a while, but now I do.


Client: Conde Nast

Developer: In-house

- This week’s reviews by Dan Williamson, Ravi Chandiramani, Charlotte

Goddard, and Lisa Simmons.

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